This text was contributed to TechCabal by Bemi Idowu.
2024 was one other eventful 12 months for Africa’s tech ecosystem. Over the 12 months, the continent minted two new unicorns, witnessed the growth of 5G connectivity, and embraced the mixing of Synthetic Intelligence into key sectors corresponding to agriculture and training. As a eager observer of the ecosystem and a robust advocate for innovation, it was inspiring to see the continued growth and success of options tailor-made to African realities.
As a public relations and communications skilled, I’m significantly considering how these developments and successes are framed to make sure the continued success of all concerned. Too usually, framing the conversations is seen as merely an train in driving visibility and little else. Public relations – the method of shaping efficient perceptions of individuals, merchandise, and companies – can affect each stage of the gross sales funnel—constructing consciousness, nurturing curiosity, fostering decision-making, and driving motion. It could possibly be certain that individuals don’t simply hear about your product and repair but in addition perceive and belief it sufficient to decide on it over options persistently.
Emphasis on stronger model identities and differentiated narratives
In an more and more crowded and aggressive panorama, we’ve reached a tipping level the place notion has change into a key consider how prospects make their selections. A useful notion could be the deciding issue, particularly with services and products with undifferentiated merchandise. Research have additionally proven that model belief is a vital issue for many shoppers when making buying choices. 75% of B2B patrons contemplate model a major consider buy choices.
Take, as an illustration, the Apple iPhone and Samsung Galaxy smartphones. Each product traces provide high-performance processors, superior cameras, modern designs, and comparable value factors of their flagship fashions. But, the iPhone is usually perceived as “premium” by many customers. This stems from Apple’s narrative round its ecosystem of merchandise, its software program expertise, status, and different elements.
For African tech corporations seeking to set up or keep their management within the market, Apple and Samsung’s instance gives beneficial classes on the significance of a robust model identification, a differentiated narrative, and consistency in execution. We have to see extra of this in our ecosystem.
Amplify the chance, not the issue
One other key concern is the ideology of ‘main with the issue.’ In different contexts the place the notion tends to be that every part is ok, a ‘lead with the issue’ narrative makes numerous sense. It’s an efficient method to spotlight gaps available in the market that may in any other case have been neglected. Nevertheless, in an African context the place the tendency is to not assume that each one is properly, hingeing your narrative on one more factor that isn’t working because it ought to doesn’t work the identical means. This isn’t to say issues must be ignored or not given due consideration. The purpose is that the place we place the highlight within the narrative makes all of the distinction.
Whereas opportunity-focused narratives draw consideration to strengths and prospects, problem-focused narratives undermine what is feasible on the expense of short-term good points. Alternatives are extra enticing. A chance-focused narrative additionally encourages optimism and a proactive mindset and is extra more likely to entice aspirational stakeholders, corresponding to buyers and companions. The narrative round Africa’s issues is saturated because it stands and I’m significantly anticipating extra stability on that entrance.
PR is not only for fundraising and product bulletins
In 2025, I’ve a dream that public relations shall be thought-about extra extensively as an integral a part of enterprise operations for African tech corporations. It’s not only a tick-box train for while you’ve raised cash or have a brand new services or products to shout about. Some duty for the state of affairs falls on PR professionals and we’ve to personal the nook we’ve boxed ourselves into.
Nevertheless, everyone knows that there’s extra to PR than funding and product bulletins. Public relations and communications are about shaping essentially the most useful perceptions of individuals, merchandise, and companies, in addition to creating narratives that encourage confidence, drive loyalty, and set organisations aside in a aggressive market.
Within the 12 months forward, I hope that African tech corporations will rethink their method to communications – not simply as a instrument for visibility however as a driver of sustainable development and international competitiveness. The potential to reshape how the world views Africa’s contributions to innovation and the worth of getting essentially the most useful narratives round African innovation is immense, and it’s time we stepped boldly into that narrative.
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Olugbeminiyi (Bemi) Idowu is the founder and managing director of Speaking Drum Communications, a public relations and communications consultancy that empowers organisations innovating in Africa to successfully join with their goal audiences by crafting and sharing impactful tales that underpin accelerated development, elevated profitability, and ongoing success.
